August 28, 2008, 12:00 AM

With new dynamic imaging, LaCrosse Footwear puts best foot forward online

Rich media technology streamlines image delivery to power boot configurator on LaCrosse Footwear’s MyDanner.com.

Paul Demery

Managing Editor, B2B E-commerce

Implementing new imaging functionality with on-demand technology from Adobe Scene7 has allowed LaCrosse Footwear Inc. to create a boot configuration on its branded boot site, MyDanner.com, which would otherwise have been too expensive to produce, the shoe manufacturer and retailer says.

Scene7’s content server automatically serves images of selected leather combination, outsole choice and other options according to what shoppers select. Without the technology that generates the selected feature combinations on demand dynamically, from single master images, LaCrosse would have to pre-generate all possible options and combinations and different angles of each, a cost prohibitive process, according to Scene7.

LaCrosse also has streamlined its delivery of product images from both its brands to its network of dealers by using Scene7’s Media Portal, which houses the complete library of branded product images for the LaCrosse and Danner brands. The self-serve portal allows dealers to browse, search, and preview and export imagery. “With Scene7 Media Portal, the marketing team is now able to quickly deliver rich media assets to our channel, which eliminates the costs associated with CD replication and distribution, and we no longer have to support all the different mediums and asset sizes,” says Kim Rydmark, director of marketing for LaCrosse Footwear.

The shoe brands also have been able to leverage their printed catalogs online with Scene7`s e-catalog solution, which dynamically serves to online viewers the catalogs that are distributed offline four times a year. The catalogs are currently linked to the web site for viewing purposes, but the retailer is considering adding transactional capacity that would make it possible for site visitors to purchase directly from online catalog pages.

“Consumer expectations for dynamic online experiences continue to drive the widespread deployment of rich media,” says Doug Mack, vice president of consumer and hosted solutions and former CEO of Scene7.

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